Web Design

Alongside any search engine optimisation (SEO) or any of your digital marketing in general, it is important that you have optimised the content of your website to be focused around conversion. What I mean by this is that when a user eventually gets on to your website, they should be presented with content that will encourage them to make a purchase (if the site is an e-commerce website), make an enquiry through a contact form, or some other target that you have for the site (i.e. share the content through social media websites). It can be very surprising what a small change of the way text is worded or the layout of parts of a webpage can actually make to your website’s conversion rate. In order to actually test the effect of a new change, you can use a new feature within Google Analytics called ‘Content Experiments’.

Google Content Experiments

Content Experiments will replace the previous tool that Google developed, ‘Website Optimizer’, which offered very limited functionality. Content Experiments works by creating multiple instances of the same webpage, each with slight variations. Once you have done this, you can set up a ‘goal’ within Google Analytics; for example, a user going through and buying a product on the website. Then, Content Experiments will present the different page variations to users at random and record how many times the goal is achieved on each. This can then be used to compare the conversion rate of each page in order to decide which is the most effective. Not only this, but you can limit the visitors who see the page variations to specific segments, for example, users that have came on the site via a mobile device, in order to see how the specific segments respond to the changes.